Apple’s Upcoming Plans for Generative AI: Insights from CEO Tim Cook

Mahek Baid
Mahek Baid February 29, 2024
Updated 2024/02/29 at 10:35 AM

During Apple’s annual shareholder meeting, CEO Tim Cook announced that the company is making significant investments in generative AI. Cook emphasized the immense potential this technology holds for groundbreaking advancements and productivity. Generative AI is a type of AI that can generate responses that mimic human-like interactions. Although Apple has already been leveraging AI behind the scenes in its products, Cook assured shareholders that explicit AI features would be unveiled in the near future.

One area where Apple aims to utilize AI is in enhancing search capabilities across its devices. Reports suggest that Apple plans to harness AI to improve data search functionality, making it easier for users to find information stored on their Apple devices.

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Cook also underscored the remarkable AI capabilities of Apple’s silicon-powered Mac computers, asserting their superiority in the realm of AI processing. However, shareholders rejected a proposal urging Apple to disclose more information about its AI usage and ethical guidelines surrounding the technology.

The proposal, put forth by the AFL-CIO pension trust, aimed to shed light on Apple’s AI practices and ethical considerations. While it didn’t pass, it garnered significant support, indicating a growing interest in transparency regarding AI among stakeholders.

The AFL-CIO emphasized the importance of ethical guidelines in AI usage, advocating for transparency, consent, and fair compensation for creators and rights holders. They urged Apple to provide insight into its AI operations and disclose any ethical frameworks guiding its AI endeavors.

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